EGAN EVANZHA YUDHA AMRIEL
041324353040
Dosen Pembimbing
Sony Kusumasondjaja,SE.,M.Com, Ph.D

ABSTRACT

In this study, social media Instagram is an application to share the photos
and video that is currently widely used for culinary business purposes accessible
in the mobile channel. This study aims to determine the effect on the information
quality of mobile advertising on brand attitudes and purchase intention. Media
research used a third party, namely the culinary @wenaktok in displaying
advertising information of a food product because the third party has a better
effect in advertising rather than a corporate account.
The approach used in this study is the quantitative approach. Type
sampling technique of non-probability sampling in this study was convenience
sampling. Respondents in this study were 152 respondents who are users of
Instagram. Analysis technique used in this study is Partial Least Squares (PLS).
This study has shown that the information quality of mobile advertisinghas a
significant influence on ads attitudes, brand attitude, and purchase intention. The
ads attitude has a significant influence on purchase intentions and brand
attitudes. The brand attitude has an influence on consumers' purchasing
intentions.
The conclusion was that the information quality of mobile advertising in
@wenaktok account has a significant influence on the ads attitudes, brand
attitudes, and purchase intentions of consumers in food products advertised on
social media Instagram through culinary account. So that @wenaktok culinary
accounts has information quality mobile advertising that is good to used to
advertise in Instagram.
Keywords: Information quality of mobile advertising, ads attitudes advertising,
brand attitude, purchase intentions